Read Sections 6.4 - 6.6 of Chapter 6 (p. 199-208) in Principles of Marketing (PDF).

Watch the first four minutes of the following TEDx Talk on building brand.

If the Video does not appear, check to see if a pop up blocker is keeping you from viewing it. Typically, it appears as a shield in the right hand corner up by the close button (red x).  Click on the shield, click on "load unsafe script", click on "Done", and the Video will appear.